An image from Ashod’s book Real Fun
Storytelling is such a big part of both your perfume and nail polish company. Can you talk us through the role of storytelling in branding and marketing?
People love a good story. It’s as simple as that. Stories are what connect us. It’s ironic that, as authors, we sequester ourselves away for years at a time so that one day we might emerge with something that connects us to others. When I started these brands I may have naively thought (as some authors do), here’s a fun way to make money but what I’ve learned is I just crave connection. I want to make something and I want people to fall in love with that thing and, through that, I probably want them to fall in love with me so that in return I can fall in love with them and together we can fill the whole world with love and no one will ever feel sad or alone. Is that silly?
Somewhere along the way big brands realized this was a thing that could be capitalized upon and some very gross and manipulative (and successful!) marketing has come of it but what can one do? I just try to stay in my lane and make sure everything I touch is soulful and pure of heart and hopefully that keeps me connected.
Thank you for joining us, Ashod! And happy holidays.